GET PREPARED FOR YOUR NEXT RELEASE (PR OR NOT PR)

You recorded a new song, and you're thinking of putting it out there. You're not sure if you'll be hiring a PR yet, you haven't made a calendar for your release, and you don't know where to start?

press-release

Don't worry. First things first. 

This article is going to be a step by step guide to thinking and getting all the materials ready for your next music PR campaign, with or without a music PR company.

Must-Read: WHEN SHOULD I PROMOTE?

HIGH-RESOLUTION PICTURES 

You will need at least two high-resolution pictures, one landscape, and one portrait that reflects your music genre, style, and image. These are essential for getting online coverage as it can be what catches a journalist’s eye. 

It's also what will be used in any online features, so you want it to represent you as an artist.

SINGLE/ALBUM ARTWORK

You need artwork for your release, clearly stating the track title and your artist’s name. This doesn’t have to be anything fancy, but you definitely need it again for online coverage. The artwork needs to represent your style of music and who you are as an artist. 

It will also be used on all digital platforms such as Spotify and can be what persuades someone to stream your track from the millions of others, so take your time designing this.

Must-Read: Should you hire a PR for your release?

A RELEASE DATE

Choose a release date for your track and make sure you stick to it. This is what all media outlets will run with. If you change it last minute, you will not only have confused fans but a load of the press that’s incorrect. 

Get the release date booked in with your distributor, and plan in advance: 

  • make sure you complete this to-do list early on and not have to worry about the materials at the last minute 

  • make a calendar: to-do lists, when and who you're going to contact, etc.

Release dates usually fall on a Friday, so choose a Friday that is at least a month or so away. This way, you’ll have time to work on your music promotion in the run-up to the release.

PRIVATE SOUNDCLOUD LINK

When your track is ready, upload it as a private SoundCloud link. This is the easiest way for tastemakers to stream the release before it’s live. Some artists just send a download link or, worse, attach the MP3, but nobody has the time and effort to download a track and then listen. So make sure it’s SoundCloud you focus on and send in your pitch.

YOUR UPDATED BIOGRAPHY

A well-written artist biography can be what gets your music listened to. It's the foundation of your music promotion campaign, giving the reader a glimpse into your career, background, and accomplishments. 

At the beginning of a campaign, all music PR companies will expect you to have this in place before you start promoting. 

A PRESS RELEASE

Your press release should contain the name of the band, the release date, the news you'd like them to share, and a link to the song. Learn how to write a press release in this article.

Must-Read: How much does a PR campaign cost?

A LIST OF LINKS

Make a list of all relevant social media and websites you'd like to share and add it at the end of your biography and press release. (Facebook, Twitter, Instagram, Snapchat, Bandcamp, Reverbnation, Spotify, Apple Music, merchandise website, artist website, etc...)

TAGGED MP3 AND WAV. FILES


In the radio world, metadata is information attached to audio tracks. It typically indicates a track title, contributing artist(s), album title, and publishing year.

LYRICS

Just in case! ;)

A DOWNLOAD LINK

Once you have all the above ready, put everything together in an organized Dropbox file. You'll share the link with all the media outlets you'll contact, or share it with the PR company that will run your campaign. I strongly suggest Dropbox for two reasons: 

  1. The link doesn't expire (unlike wetransfer, for example),

  2. You can update the documents without changing the link.


Must-Read: MY TIPS TO WRITE THE PERFECT BAND BIOGRAPHY

Once you have everything ready, you'll have a clearer vision of where you stand, what needs to be improved in your press kit, and what reasonable goals to set. If you're getting started, target indie artists blogs and radio shows, be present on social media, and tag / engage with profiles you think might help you.

Having a clearer view of your goals and expectations might also help you choose if you want to hire a PR or run your next campaign yourself. 

Either way, here's what you'll need for a successful campaign (I suggest to complete this checklist at least 2 - 3 months before the release).

Let's get in touch!

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